B2B event at a leading automotive trade show to showcase the brand’s latest developments and consolidate its rebellious image before the press, local and international audience, and young people.
The aim of the event is to position CUPRA at the IAA Mobility fair in Munich in a distinctive and authentic way, through a sophisticated, disruptive, and progressive space. The essence of Cupra had to be reflected, bringing its Mediterranean character to the center of Munich and showing that the present and future of the automotive industry goes beyond the established norms. Putting people at the center with its slogan “no drivers, no Cupra,” each visitor had to see themselves reflected in its values and associate Cupra with a more daring and rebellious vision of the future. A brand that inspires the world from Barcelona.
In an increasingly technological world, we hold fast to the motto NO DRIVERS, NO CUPRA, which gives meaning to every space. CUPRA goes beyond automotive and puts people at the center. In every country there is a CUPRA City Garage where you can belong to the Tribe. The ocean wave, present in organic sculptural forms, inspires these places. In this edition of the IAA, we take that wave to the extreme in three garages that represent different worlds in continuity. The Garage Tribe Edition reflects the urban spirit with graffiti and lifestyle collaborations, generating a sense of belonging to CUPRA. The Electric Garage is a space of changing light that beats like a battery to the rhythm of CUPRA Pulse, where electric cars and interactive activations are presented. The journey culminates in the Garage Origen, an immersive cave where the light dims and the screens merge with the rock. There, with the new concept car, we return to the deepest depths: the origin of the brand.
